Volkswagen GTI: Real racing GTI

AKQA

SUMMARY

THE MOST EFFICIENT CAR LAUNCH EVER?

For the launch of the all-new 2010 Volkswagen GTI, we were faced with similar sales expectations as a comparable launch, but only equipped with 3.6% of the marketing budget typically available to reach those objectives.

To succeed, we had to radically disrupt tried and tested patterns of launching a car and focus on what would truly and most efficiently engage our audience. Bringing together our audience's passion for cars, racing, gaming and their iPhones, we decided to create the first iPhone-only car launch in history by letting them test-drive the new GTI on a race track themselves — in a best-in-class, free game experience on their phone!

By engaging 6.5 million people with the 2010 GTI, increasing leads, test drive and quote requests by over 80% and exceeding the sales expectations, we reduced the cost of marketing for a new car launch by 96.4%.

OBJECTIVES